I was watching a documentary recently on the conditions of food production in the states with part of it focusing on corn.

I was then driving down to Hamilton and passed by some corn fields with signs identifying the seed supplier and I wondered how much corn has been modified from what nature originally supplied to us.

I then considered how corn came to be in the first place. What was it that decided, 'corn', rather than something else. What was it that decided there would be so many different types of trees rather than just one type.

Like nature exhibitions should provide a variety of interesting exhibits rather than just one type. Who wants to spend a day seeing exhibits where the only thing that really changes is the company name.

So what's going to make you different?

Every exhibitor has points of difference, strengths over competitors, creative ideas, you need to find that one thing, or collection of things, to help you stand out.

Tip #3: Create a Memorable Experience
The likelihood that one exhibition booth amongst a field of others will be remembered is unlikely.

The secrete to sticking in someones memory is to create an experience, involve the visitors, use as many of their senses as you can so their memory of you is based on an emotional response rather than trying to recall facts, figures & stats.

When we try to recall information there are 2 ways our memory works.
1) Knowing - This triggers a familiarity which interestingly enough is often without the details of a specific product or service. This is referred to as the “semantic memory.”
2) Remembering - This is prone to error, it requires a deep mental level of processing information that is often referred to as the “episodic memory.”

Put yourself into the shoes of your average visitor. Amongst the potential hundreds of exhibits you are going to see would you recall that stand totally covered in grass where all the staff were barefoot and you were invited to feel the grass between your toes or, are you going to recall the stand which talked to you about the growth cycle of grass seed?

The lesson to learn is that knowing lasts longer and has a more powerful impact on decision making than remembering. And knowing comes about by experiencing and being able to relate it to something familiar.

Happy exhibiting

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